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Announcing their return from another lockout, the NHL’s new slogan states, “Hockey is back.” In reality, their brand of hockey is back. Other leagues—from college to juniors to the minors and even recreational and instructional ones—carried on, as did thousands of informal street and pond games. The NHL may be home to the best men’s hockey players in the world, however, the sport exists outside the boundaries of their business.

But the NHL’s new marketing copy goes along with the way the league and the players’ association often appeared to be operating during the latest lockout: as if they are the only thing that matters.

As has been written many times at this point, the two sides turned their back on fans, businesses and arena employees by not getting a deal done in time to for the start of the season in September and then dragging out their work stoppage for four months. The NHL and the NHLPA even released statements in their back-and-forth on the day of the Newtown, Connecticut shootings, while many were focused on that tragedy, hammering home the fact that the two parties seemed to be living in a clouded world of their own.

And with their new slogan, the NHL still doesn’t appear to get it. Hockey never left. A bunch of guys who waited too long to start seriously negotiating a deal deserted thousands who were invested in them. The game of hockey itself is more than just a business and goes on, with or without those men.

Some players and owners have been thanking fans for their patience and some have apologized; I do not question the sincerity of these statements. If this had been the first time the league had shut down on its fans, perhaps words of sorry and thanks would be enough.

But after four work stoppages in the last two decades, more players and owners, as well as Commissioner Gary Bettman, need to not only thank people for their patience and apologize, but show true regret and that they understand they flat-out screwed up by allowing another lockout to occur.

Buffalo Sabres goaltender Ryan Miller came out with some of the more honest talk I’ve seen from a player since the lockout ended, telling ESPN:

“The best thing to do is acknowledge that it was stupid,” Miller said Friday, before turning his attention to Sabres fans. “I appreciate their patience. I know it’s a hard situation. I still don’t even know the right message because it was just a stupid, useless waste of time.”

Miller, who played a role in negotiations, called himself “embarrassed” that it took more than six months of negotiations to reach an agreement.

Roughly worded but honest statements like Miller’s are a good place to start as more in the NHL draft their own messages. NHL hockey may be back, but some fans will be slow to return until more is done by the league and the players to show they truly grasp what they’ve been responsible for.

As my six-year-old daughter likes to say, “Sorry isn’t magic.” To win more people back, the NHL and NHLPA need to show that they understand just how big of a mistake they made and then, like any good team must do, stop making the same ones over and over and over.